Dave East “It’s Time” Video

“Who is the king of New York?” has always been a question integral to hip hop, fueling its greatest beefs since the early days. No one could truly say NYC’s fallen off the map — too much business is here, and the city’s always producing new talent — but power does seem to have localized in the hands of the A$AP Mob, or older mainstays like French Montana (not to mention the really older heads).

Dave East has made a strong bid for someone able to take the crown. It’s no secret he’s affiliated with Nas and our own Mass Appeal Records, but he’s put in all the work as an artist to catch the eye of everyone in the city who’s bothering to look. “It’s Time” is the new visual off last year’s Hate Me Now tape, shot during Dave’s trip to the Far East: Japan. Directed by Jonah Schwartz, Dave takes his melodic talents to the alleyways and stairwells halfway across the globe. It’s an uncharacteristically downtempo vocal over a keyed up instrumental, but it works tremendously. Bonus points for chugging out the Sake bottle. Watch above, and catch Dave on tour this summer, dates below.

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